The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Design

The Lost Class

Agency Leo Burnett / Chicago + Hungry Man / Los Angeles + Change the Ref Inc. / Coral Springs

Client Change the Ref Inc.

Category

Spatial Design / Experiential & Immersive

Annual ID

OS22_DE013G

About the Work

Firearms are the leading cause of death for children and teens in America. This year alone, 3,044 members of the high school class of 2021 didn’t graduate because they were killed by a gun. To call attention to this issue, we held a graduation ceremony for this Lost Class, featuring an installation of 3,044 white chairs – one for each missing student – inspired by the headstones of Arlington National Cemetery. We then invited two prominent pro-gun advocates to deliver the commencement addresses. To pull off the stunt, we created James Madison Academy, a fake online high school - complete with school crest, school merchandise and functional website - named after the author of the Second Amendment. David Keene, former NRA President, and John Lott, author of More Guns, Less Crime, gave the school’s commencement speech, which we filmed during what they believed was a dress rehearsal. The ocean of empty chairs visually accompanied by two prominent gun rights advocates sparked an international conversation around background checks. Ultimately, the film, along with print, OOH, and microsite, turned these two gun advocates into the unlikely spokesmen for an anti-gun violence campaign.

2022 Awards

Total Points: 45

Credits

Agency

Leo Burnett / Chicago

PR / Marketing Agency

MSL Group / Chicago
Tusk Strategies / New York

Client / Brand

Change the Ref Inc. / Coral Springs

Production Company

Hungry Man / Los Angeles

Music / Sound Production Company

Beacon Street / Venice

Editing Company

No. 6 / New York

Director

Bryan Buckley

Director of Photography

Scott Henriksen

Executive Creative Director

Sam Shepherd 

Illustrator

Sean Hannaway 

Strategist

Sean Logan

Assistant Editor

Grace Yang
Riley Donigan

Associate Creative Director

Ceara Adamson

Associate Producer

Kaitlin Bucaro

Colorist

Gregory Reese 

Project Manager

Julie Lewandowski 

Account Supervisor, Corporate Reputation

Adam Skaf

Activist / Co-Founder

Manuel Oliver
Patricia Oliver

Associate Creative Resource Director

Phoebe Alvarez 

CEO

Andrew  Swinand 

Color Assistant

Corey Martinez
David Oh 

Color Studio

Primary Color / Los Angeles

Creative Resource Director

Nancy Parnell 

Development

Danny Wirick

Executive Vice President, Head of Integrated Production

Mike Davidson

Executive Vice President, Head of Planning

Kaylin Goldstein 

Founder / ECD

Phil Crowe

Global Chief Creative Officer of Leo Burnett Worldwide & Chief Creative Officer of Publicis Creative North America

Liz Taylor

Head of Communications & Managing Director

Jackie  Zupsic

Mixer

Rommel Molina 

Music

Andrew Feltenstein
John Nau 

Photography

Neil Dacosta Photography / Portland

Resolve Finisher

Maxwell Redinger

Senior Vice President

Baxter Townsend

SVP, Director, Production Operations

Michael Shanahan 

Technical Creative Director

Sun Komen

VFX Company

Parliament / Santa Monica

VP, Account Director

Amy Walloch

VP, Corporate Reputation

Kappie Kopp

VP, Design Director

Kyle Poff

VP, Strategy Director

Nimisha Jain 

Web Development Company

Unicorns & Unicorns / Los Angeles

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